MiQ launches Sigma, an AI ad platform built in Bengaluru

MiQ has announced the launch of MiQ Sigma, an AI-powered advertising platform built at its Bengaluru Centre of Excellence, which aims to unify the programmatic advertising ecosystem and improve media decision-making through advanced technology.

The new platform was developed by more than 300 team members based in Bengaluru, strengthening India's position in the global advertising technology sector. MiQ Sigma brings together over 300 separate data feeds and processes more than 700 trillion signals related to consumer behaviour across content consumption, browsing, and purchasing. This high volume of data enables advertising professionals to rapidly assess media strategies and audience targeting.

Performance metrics

Early adoption of the platform has resulted in reported improvements, including a 132% rise in conversion rates and a 57% reduction in cost per action. These figures indicate the platform's potential to help marketers achieve more effective campaigns with lower expenditures.

A platform for unification

MiQ Sigma is described as an AI-powered platform unifying data, technology, and campaign workflows across programmatic advertising. Its functionality spans audience discovery, media planning, and campaign activation across a range of demand-side platforms (DSPs) and advertising channels. The system is designed to address longstanding issues in programmatic, such as fragmentation and inefficiency, by applying generative and agentic AI to analyse and act quickly on complex media signals.

"MiQ Sigma is a new paradigm that truly puts results first and allows a well-written prompt to slice through the complexity of our ecosystem – offering unparalleled opportunities for engineers and AI researchers to solve complex, real-world problems. It isn't just a product - it's a bold statement of what India can build when deep tech meets deep talent," added Ramya Parashar, COO of MiQ CoE. "Our team brought together AI, data science, and real-world programmatic knowledge to shape the future of advertising."

Krishnakumar Govindarajan, Chief Technology Officer, stated that the new platform provides a central point for programmatic advertising. "In the past, marketers had to make arbitrary choices around what ad platforms to use for their campaigns, which caused a trade-off in reach and performance. MiQ Sigma is a single-point-of-entry for programmatic advertising where you can harness intelligence, discover audiences, and then use agentic AI to execute multi-platform media buys in a matter of seconds. MiQ Sigma was built as an extensible, modular system - capable of ingesting massive datasets, applying LLM-based reasoning, and automating decision-making across DSPs. Our team in Bengaluru turned this complex vision into reality."

Core features

Three primary features underpin the platform:

• MiQ Sigma Intelligence: An ecosystem for visualising data across hundreds of feeds, providing access to audience behavioural insights from 1.7 billion global profiles.
• Trading Agent: An interactive agent powered by leading language models and trained on 15 years of internal trading data, enabling traders to control and automate campaign management using natural language instructions.
• Gen AI Personas: Customisable generative AI audience profiles designed to assist campaign development and accelerate activation timelines.

Gurman Hundal, Global Chief Executive Officer and Co-founder of MiQ, commented on the platform's significance:

"Today is not just a launch—it's the culmination of everything we've built over the last 15 years," said Gurman Hundal, Global CEO and co-founder of MiQ. "From day one, MiQ has believed in the power of agnostic partnerships, deep data intelligence, and human expertise to drive results. MiQ Sigma is the next evolution of that vision—enhancing core strengths with powerful new technology. In a fragmented and increasingly complex ecosystem, Sigma makes everything we do faster, smarter, and more connected—it's what powers MiQ to drive market leading outcomes, and gives our teams and clients a serious edge in a rapidly changing market."

Industry partnerships

MiQ Sigma is integrated with various technology partners, including The Trade Desk, Google DV360, Amazon Web Services, Samba, Experian, Databricks, Celtra, Numerator, and Circana. The platform's global integration provides marketers with a flexible foundation to manage programmatic media campaigns across multiple platforms and data sources.

Matt Fogarty, General Manager Channel Partners at The Trade Desk, said, "MiQ's commitment to building AI-driven, agnostic technology aligns with the future of programmatic, where marketers have greater control, flexibility, and performance across every channel. As a key integration in Sigma's development, we've worked closely with MiQ to push the boundaries of what's possible, and we're committed to supporting this platform as it establishes the new standard for programmatic advertising moving forward. This collaboration underscores the high caliber of engineering and product talent at MiQ."

MiQ Sigma's launch highlights Bengaluru's role as a global centre for advertising technology development and reflects ongoing trends within the programmatic media industry towards increased data unification and AI-based automation.